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Celebrus Cited in 2018 Gartner Market Guide for Customer Data Platforms for Marketing!

Published: Friday, 13th July 2018 by Joe Cripps, Product Manager

With every week that passes, it seems that CDP-related media coverage is increasing at an exponential rate. According to Gartner, "hype around customer data platforms (CDPs) is at an all-time high"* and the analyst community is now embracing the CDP, with the subject becoming popular for both debate and research.

Last week, Gartner published their Market Guide for Customer Data Platforms for Marketing. For the uninitiated, a Market Guide "provides Gartner's initial coverage of the market, and focuses on the market definition, rationale for the market and market dynamics." For those readers with the relevant subscription, the report can be accessed here. For those without access, I will summarize the main themes of the research below.

Gartner’s Market Guide for Customer Data Platforms for Marketing, which names D4t4 Solutions as a Representative Vendor for its Celebrus CDP solution, focuses on emerging trends, market direction and vendor dynamics. Rather than being a definitive buyer’s guide, this report prepares the reader to evaluate the feasibility and practicality of investing in CDP technology. Naturally Gartner offers a definition of CDPs – "a marketing system that unifies a company's customer data from marketing and other channels to enable customer modeling, and optimize the timing and targeting of messages and offers" – and they also explain how CDPs fit within the marketing technology landscape. They mention that this market segment is fragmented, stating that "the market is made up of a disparate group of vendors who share a vision for helping marketers better activate their first-party data for more personalized, real-time marketing" and that it is "the packaging, marketing and productization of these features, and the optimization for real-time use cases, that compels marketers to investigate how this new technology could produce returns for them."

Nonetheless, as stated in the report, "marketer interest in CDPs continues to accelerate. In the first half of 2018, Gartner client inquiries pertaining to CDPs doubled when compared with the same period of the previous year. The reasons are clear: fifty-two percent of marketing leaders responsible for data and analytics said data management, data integration and formatting are among their most time-consuming activities."*

While this report also delves briefly into additional capabilities, such as journey management, analytics and AI, which some CDPs are beginning to offer, Gartner maintains that "messy siloed data is still a major marketing problem, and CDP vendors are seizing the opportunity to address it." Therefore, to fit Gartner's definition of a CDP, the technology product must feature a marketer-friendly, web-based interface that enables the following such as data collection, profile unification, segmentation and activation.

In order to enable our clients to optimize the quality, accuracy and structure of their first-party customer data, Celebrus has been focused on these core competencies for almost two decades. This obsessive focus on data quality, and the tight integrations we provide with enterprise decisioning and analytics solutions, are the reasons leading global financial services organizations select Celebrus as their CDP of choice.

Find out more about how Celebrus captures, creates, connects and controls highly detailed and accurate customer data, or click here to discover what other leading marketing technology analysts are saying about Celebrus.

*Gartner, Market Guide for Customer Data Platforms for Marketing, Lizzy Foo Kune, et al. Gartner, July 2018

Gartner Disclaimer
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

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